Designing a new brand, right next door

BACKGROUND
As Highgate Hotels continues to launch boutique hotels, our agency continues to partner in stride to create unique hospitality brands. Recently, the hotel next door to The Gates became part of the signature Keys Collection, and needed our expertise to create a standalone brand for the hotel.

KEY STRATEGIC CONCEPT
The concept of location both next door to The Gates and proximity to neighboring Cuba, was at the core of our location-based concept. Development of the name 24 North directly reflects the latitude of Key West’s nautical location and created an opportunity to illustrate the close connection that Key West has shared with Cuba. Through research at the local Key West library we found boxes of archived print collateral from the 1930’s through the late 50’s that provided a glamorous look at travel to Cuba. It was the cruise lines, fancy cars, promise of mojito’s and the jet-set life that helped shape our creative approach to creating the 24 North brand.

SOLUTION
We crafted the 24 North brand to reflect a vintage travel effect reminiscent of a bygone era. We designed maps and travel inspired documents based on found maps and authentic official seals, and created materials that infused the glamor of once was with a modern execution.

Logo Design

The logo was designed with an international stamp as inspiration to illustrate the location and to reinforce the hotel as a destination that any traveler has truly arrived to experience.

Vintage Collateral Design

All of the collateral was designed to feel like international travel documents meets vintage airmail correspondence. Each piece works in an eclectic system of pieces all designed to mix and match. When guests check in, their key packet is presented as a passport and the receptionist stamps the passport much like the immigration process involved with international travel. The In-room compendium is designed as a replica of an official travel document folder and features type writer style content and maps for reference.